Most people sell their business services and products based on their own expertise, but Kristin Zhivago takes this sales approach mindset and flips it upside down to talk about why success is enhanced when based on providing what customers need first. Kristin Zhivago is the president of Zhivago Partners, a digital marketing management company that serves both Business to Business (B2B) and Business to Consumer (B2C) clients in a variety of industries. Zhivago’s career began in the high-tech industry; she and her husband, through their high-tech agency, helped introduce and market all of the technologies we take for granted today. When the web emerged as a commercial medium, she branched out into other industries and re-invented herself to become a revenue coach, helping CEOs and entrepreneurs sell the way their customers want to buy. Her 5-star book, Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy was chosen by Forbes as one of the top sales and marketing books. Zhivago speaks frequently on the subject of the customer’s buying process, which she was one of the first to identify as being key to selling to today’s customers, and about building your business to compete effectively in our fast-changing, hyper-competitive markets.